Social Hybridization, a Brazilian macro trend.

Alexandre Raad

How good you think is meet a friend who also works in the same industry of you? Amazing! We were able to share ideas about a trend which is full of Brazil's flavor Social Hybridization is the English (free) translation for Portuguese "Hibridização Cultural", or mixing things.

This trend is growing fast in Brazil, and combines opposite ideas. It may be in a small event in a mall (as you saw here, in Portuguese, sorry), or in a very innovative way as you'll see in those videos below. Also has a lot to do with the Brazilian lifestyle, the mix pot, the country were mingle is a rule.

This video is great, the story behind the scene is amazing! Bu to make this long story short, I will tell Reserva brand is presenting an accomplished guy called John Lennon da Silva dancing Carnival of the Animals (Zoological Fantasy) in The Swan, Dying Swan, to be more specific.

- What it's related with Social Hybridization Trend? A guy who came from a poor family uses his unique dance, inspired on the street dance to perform a classical music for a urban brand from Rio de Janeiro.

Other video launch the new Mercedes Benz, the Classe A using a funk music as background. The song is polemic by it self, but not exactly because the lyric. In a free translation is something infant like "turning, turning, turning side to right, turning, turning, turning to the other side". But nowadays, many groups are requiring the right to play this music, and this is not the only scandal. People are saying the marketing manager was fired after this daring ad.

- What it's related with Social Hybridization Trend? This is an expensive car, although is the basic model for Mercedes brand. A luxury product made for a emerging marketing is  using a suburban music in a commercial.

Conclusion: the mutant country it's built from social fusion.

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Isabela: Brazilian, designer, works with automotive fabrics in the US. She did psychology college as well and had enjoyed a lot. She is living abroad for while, maybe because this she likes trends, cultures and behaviors.